AppExchange: Predictive Lead Scoring for Sales and Marketing with FliptopFarkhanda Zhublawar
Director of Customer Success
Fliptop
@farkhanda77
Joe Lucas
Director of Demand Gen and Marketing Operations
InsideView
@joelucas
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Farkhanda ZhublawarDirector of Customer Success
Joe LucasDirector of Demand Gen and Marketing Operations
“Leads that convert to revenue are all that matter. Want your bonus? Drive revenue.” -my boss
“We’re generating over 8,000 leads per month!”-me
InsideView Demand Generation Goals 2014
Improve funnel velocity
Qualify inbound
leads faster Improve speed to
engagement
Increase number of
qualified opportunities
Smooth process for prospects to
become customers
A perfect storm of challenges…
Accountresearch
reduces sales productivity
Traditional demand
generationlosing
effectiveness
Buyers are informed and
driving the process
Inbound leads lacking required information
Automation isn’t enough
to fuel revenue growth
Yes, It Can Work: Timing and Relevance Drive Engagement
Only 10% respond to cold calls or unsolicited emails, yet…
Over 80%will engage when they are connected with timing and value.
Market Intelligence Provides Relevance and Timing
DATA INSIGHTS CONNECTIONS
WHO Accurate company and contact
information
WHAT Curated news and social
posts
HOWComprehensive relationship map
Inbound Marketing Process
5-8K inbound leads
4 fields
Enrich leads
28 fields Leads
AE’s and SDR’s focus on best leads. Marketing nurtures rest.
Results
90% conversion on A’s
40% conversion on B’s
Nurture C’s and D’s
More Deals
Predict, score, deliver
Outbound Marketing Process
“Give me more leads like those…”
Target
Build the targeted list…
Contact
Engage
SDR’s contact best leads. Email campaigns handle the rest.
Results
Win
Execute the campaign
Increased engagement
SDR’s get A’s & B’s
Email for C’s and D’s
InsideView Results
• Q1 Lead to MQL* conversion rate 8%• Q3 Lead to MQL conversion rate 17%
That is a 2.1x improvement
*MQL=Marketing Qualified Lead
InsideView Results
• Q1 Average Time to Lead Qualification was 21 days• Q3 Average Time to Lead Qualification was 7 days
That is a 3x improvement
*MQL=Marketing Qualified Lead
How InsideView Does it
• Keep sales focused – less information is more• Give them lead views with only the predictive score visible• Aggressive SLAs on inbound leads• Remove progressive profiling on forms to speed time to qualify• Rely on predictive lead scoring and market intelligence to qualify
How Fliptop builds predictive models
3,500+ Signals 40+ Data Sources
Predictive Machine Model
Historical SalesCRM
How Fliptop builds predictive models
Grades Scores
Predictive Machine Model
Salesforce
Inbound Leads
Easily view the grades for Leads, Contacts, Accounts and
Opportunities
Drilldown into the signals that comprise the grade
Give sales managers real time insight Into pipeline quality
Help Marketing Managers optimize effort and spend
Quickly access your schedule on your phone in the S1 Mobile App
Dive into a specific candidate’s details in a few
clicks
Make decisions faster Share feedback in real-time
Questions and Answers